Channel 4 to take PR work for Big Brother in-house

Channel 4 is to take PR work for the third series of Big Brother in-house, in what has been described by industry sources as an effort to achieve a 'lower-profile cult status' for the show. It is understood that recently appointed C4 chief executive Mark Thompson is intent on limiting the media exposure of the series to generate an underground feel.

Last year, the channel used consumer agency Henry's House to publicise the show, having used Avalon Public Relations in 2000. Both achieved large quantities of coverage for the show working alongside the C4 in-house team, with Henry's House subsequently doing similar work for ITV1's Pop Idol series. C4 publicist Loretta de Souza said PR handling for the series is still being finalised, and that talk of a lower media profile was 'just speculation'. 'Mark has only just joined us. It's too early to say what we'll be doing,' she said.

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